The Mass Media and the Political AgendaChapter 7IntroductionlMass Media:Television, radio, newspapers, magazines, the Internet and other means of popular communication.lHigh-tech politics:A politics in which the behavior of citizens and policymakers and the political agenda itself are increasingly shaped by technology.The Mass Media TodaylMedia Events:Events purposely staged for the media that nonetheless look spontaneous. Media events can be staged by almost anybody.lOther items to consider:60% presidential campaign spending is TV adsImage making / news management is important, especially for presidentsThe Development of Media PoliticslIntroductionThe news media wasnt always so important.Press Conferences: meetings of public officials with reporters- Roosevelt used many of these.Investigative Journalism: the use of detective- like reporting to unearth scandals, scams & schemes putting reporters & politicians opposite each other.The Development of Media PoliticslThe Print MediaNewspapers and magazines“Yellow journalism” characterized newspapers at the turn of the century.Among the press there is a pecking order.Newspaper circulation has been declining.Magazines are also struggling.The Development of Media PoliticsFigure 7.1The Development of Media PoliticslThe Broadcast MediaTelevision (not cable or satellite) and radioBrought government and politics into peoples homesMade the politicians more aware of their appearance and mannerismsThe principal source of news for most Americans, and most believableThe Development of Media PoliticsThe Development of Media PoliticslGovernment Regulation of the Broadcast MediaThe Federal Communications Commission (FCC) regulates the use of airwaves.lNarrowcasting: Cable TV and the InternetMedia programming on cable TV or the Internet that is focused on one topic and aimed at a particular audienceThe Development of Media PoliticslPrivate Control of the MediaOnly a small number of TV stations are publicly owned in America. The media are totally dependent on advertising revenues. Chains consist of massive media conglomerates that control almost three-quarters of the nations daily newspaper circulation as well as broadcast media.Reporting the NewslFinding the NewsBeats: Specific locations from which news frequently emanates, such as Congress or the White House.Trial Balloons: An intentional news leak for the purpose of assessing the political reaction.Reporters and their sources depend on each other - one for stories, the other to get them outReporting the NewsReporting the NewslPresenting the NewsSuperficial describes most news coverage todaySound Bites: Short video clips of approximately 15 seconds.Figure 7.2Reporting the NewslBias in the NewsMany people believe the news favors one point of view over another.Generally not very biased along liberal / conservative lines.But, generally are biased towards what will draw the largest audience.Reporting the NewsThe News and Public OpinionlTelevision news can affect what people think is important.lThe media influence the criteria by which the public evaluates political leaders.lSome policies can be made more important, others will be less important, depending on their coverage.The Medias Agenda-Setting FunctionlPolicy Agenda:The issues that attract the serious attention of public officials and other people actively involved in politics at the time.lPolicy Entrepreneurs:People who invest their political “capital” in an issue.All depend on good images and good will.Understanding the Mass MedialThe Media and the Scope of GovernmentThe media as watchdog restricts politicians.New proposals are met with skepticism - so that restricts what the government can do.But, if the media identify a problem, they ask what the government is going to do to fix it.Understanding the Mass MedialIndividualism and the MediaCandidates can now run on their own.Easier to focus on one person like the President, than Congress or the courts.lDemocracy and the Media“Information is the fuel of democracy.”But, is the news more entertainment than information? Is this what the people want?